Website Promotion 101 Search Engine Marketing

There are two types of Search Engine Marketing. The first type is called 'Paid listing' and the second is called 'Paid inclusion'.

Paid Listing: This kind of Search Engine Marketing is keyword based. Depending on the term the search results will vary. The terms or words that are commonly used to search for information are called 'keywords' these keywords hold great value when it comes to engine marketing. Let’s say for example you searched for the term 'website design' this phrase is known as a keyword. When a website let’s say 'Design Service' (name of the designing company) that provides designing services wants to promote his website on a search engine he would need to buy this keyword and probably other similar keywords as well. Now when the term 'website design' is searched for by someone who requires website design services his website along with a short description of his website will be a part of the listing. Hence increasing his visibility to people that requires his services. This would increase visitors / traffic to his website and in turn also increasing his sales. Paid listings are commonly charged on a PPC (pay per click) basis which means that the business 'Design Company' will pay whenever somebody clicks on his link from that search engine.

Pros and cons of paid listing: If not done properly this type of search engine marketing can be very expensive. Since you are paying on a per click basis you stand the chance of getting lots of false clicks giving your ROI a nose dive. Also since your rank and placement is artificially enhanced they may be people that click and really don’t want the service you offer. One of the greatest advantages of search engine marketing is that you don’t need to do any special search engine optimization for your website. You acquire a top position by just bidding correctly for the desired keyword.

Paid Inclusion: This type of SEO is usually done on crawler based search engines. Once a business has paid a search engine to include their website in their list an automated crawler goes over the website for information and derives links. This information is sometimes also humanly edited before being submitted to all the search engines partners. This type of SEO greatly improves your ranking on other search engines. This type of search engine marketing compliments the previous type we discussed above.

Pros and cons of paid inclusion: paid inclusion does not guarantee a top spot on a search engine rather this form of search engine marketing takes time to bear fruit. However this is the most cost effective way of marketing on the internet.

Search engine marketing is the most cost effective online marketing strategy. As with any form of marketing this requires experience and knowledge. On the contrary for a novice search engine marketing can pose serious financial risks.

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